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July 19, 2011 02:43 AM UTC

LiveWell CO's BMI-Based PR Campaign

  • 3 Comments
  • by: irkedbyzealots

Anyone else not totally comfortable with LiveWell Colorado‘s campaign to promote healthy eating & active lifestyle choices? Denver’s major daily summarized the campaign, but in brief, the campaign uses pictures of people with different body types, then classifies them as “obese,” “overweight,” or some other characterization based on the Body Mass Index scale.

I cross-posted at Feministing.com about this, but the gist of my discomfort is the campaign perpetuates height-weight ratios and not-universally-endorsed metrics as reflective of a person’s health. Even worse, LiveWell Colorado is wading into public health debate and policy without any sort of recognition or responsible conversation, at least on its Web site, about BMI, body types, social constructs of beauty, etc., as contributors to body image disorders.

I get that a social marketing campaign to fundamentally change people’s behavior and decision-making about diet and exercise needs to have a surface-level entry point to grab people’s attention. But given the very real challenges that people with body dysmorphia, bulima, and other body-image disorders face, is a PR campaign that is so visually body-image-oriented the most responsible path to take?

Comments

3 thoughts on “LiveWell CO’s BMI-Based PR Campaign

  1. The epidemic rates of diabetes, hypertension, and premature death and disability due to obesity, or “body dysmorphia, bulima, and other body-image disorders”?

    People are simple, and easily grasp simple concepts.  Pulling out the vernier calipers to figure out your percentage of body fat isn’t going to happen for most people. BMI is an imperfect tool, but it’s simple, and in most cases accurate.  How many people with BMI’s over 30 are built like linebackers?  How many people built like linebackers aren’t aware that BMI doesn’t characterize them accurately?

    Any public health message will be inherently imperfect, and some people will be harmed by screening.  How many women suffer through biopsies for benign changes after getting their free mammogram or Pap at the 9health fair?  Nothing is perfect, and public health is about doing the most good for most of the population.

    1. Agree.  Stand outside of any school or public facility and you can’t help but wish much, much more was being done to “promote healthy eating & active lifestyle choices.”

      This particular problem is getting worse, nearly exponentially.  People need to be a lot more concerned about doing what they can to lower their BMIs (grow taller? . . . OK, what’s plan B?) and less concerned about their emotional discomfort at being labeled “overweight” or “obese.”

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